Changing the Conversation on Aging: How Blue Rock Care Turned Healthy Aging Into a Community Movement
- Dr. Esther Haskins
- 2 hours ago
- 2 min read
When September marked Healthy Aging Month, Blue Rock Care didn’t just join the conversation—it changed it. In a city where many seniors feel overlooked, the team launched a campaign that transformed aging from something to manage into something to celebrate. Through storytelling, community partnerships, and on-the-ground outreach, the campaign reframed what it means to live well later in life—making healthy aging a movement, not a message.
Challenge
Too often, health campaigns aimed at seniors focused on illness, not inspiration. Many older adults—especially in DC’s Wards 7 and 8—faced transportation barriers, limited access to care, and growing skepticism about preventive health. Blue Rock Care needed to break through that fatigue, connect directly with seniors where they lived, and show that personalized, accessible care was possible.
Role: Brand Strategy, Partnerships, and Public Relations
As Marketing and Community Outreach Consultant, I led the Healthy Aging Awareness Month initiative, combining digital strategy with community engagement and media outreach to drive measurable growth.
Community Partnerships: Collaborated with local churches, the DC Health Council, and senior organizations to host wellness events, distribute healthy-living content, and build long-term trust.
Outreach Activation: Represented Blue Rock Care at health fairs and community meet-and-greets—creating a pipeline of new patients and expanding visibility among Medicare enrollees.
Public Relations: Directed media relations and storytelling that positioned Dr. Alka Gupta as a regional thought leader—culminating in her recognition as one of the American Journal of Health Promotion’s “20 Under 40” honorees. Managed press materials, event photos, and community features to sustain coverage and elevate Blue Rock Care’s reputation.
Brand Positioning: Highlighted the practice’s female-led team and commitment to equitable, senior-focused care, reinforcing Blue Rock Care’s mission to make healthcare accessible to all.
Results
68% increase in website traffic during the campaign month.
32% rise in appointment requests, driven largely by new Medicare-eligible patients.
Strengthened community partnerships that generated an ongoing referral pipeline.
Earned regional media recognition through Dr. Gupta’s “20 Under 40” honor, amplifying brand credibility and awareness.
Elevated Blue Rock Care’s standing as DC’s trusted provider for compassionate, preventive primary care.
Outcome
Healthy Aging Month became more than a campaign—it became momentum. By turning education into empowerment and outreach into access, Blue Rock Care built trust and grew its patient base through outreach visibility.
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